Large channels are registering a decline in their audiences, but, in an effort to maintain their positions, are strengthening their own small channels and increasing TV advertising rates, the daily writes.
The paper quotes Ramunė Malinauskienė, the CEO of the advertising planning agency Omnicom Media Group, who says that falling ratings are adversely affecting revenues of major TV channels.
"Thus, TV broadcasters' decision to increase rates, both directly and by introducing new advertising clip length ratios and adjusting seasonal indexes for attractive months, was probable," she said.
